A new trend in Dubai is reshaping the landscape of luxury living: the rise of branded residences.
Branded residences represent a unique fusion of high-end living spaces with the prestige of renowned global brands such as Bulgari, Bugatti, Mercedes-Benz, and more. These are not just homes, but embodiments of luxury lifestyle, where the property is intricately linked with a brand that signifies exclusivity, top-notch services, and a promise of quality.
The city is witnessing an increasing trend of such branded residences, where big names in various industries are collaborating with seasoned developers to craft properties that offer more than just opulence – they offer a brand experience.
Bulgari Lighthouse
Bulgari Lighthouse, set on Dubai's Jumeirah Bay Island, is a stunning 28-storey tower developed by Meraas Holding and designed by Antonio Citterio Patricia Viel, set to complete in 2025.
This architectural marvel, inspired by a lighthouse, features black and gold Paonazzo marble, adding grandeur and a shimmering effect. The tower houses 31 luxurious apartments, each embodying elegance with high ceilings, marble floors, and custom-made furniture.
It includes state-of-the-art Gaggenau-equipped kitchens and marble-finished bathrooms with scenic bathtubs. Residents can enjoy a range of amenities like a private beach, pool, spa, gym, and rooftop terrace, along with exclusive facilities like a residents club, library, games room, and cinema.
The Bulgari branding adds to the tower's prestige, offering an unparalleled luxury living experience. With a mix of four and five-bedroom apartments, an amenity floor, and a design that integrates light patterns inspired by marine corals, Bulgari Lighthouse is a beacon of luxury.
Mercedes-Benz Places by Binghatti
Mercedes-Benz Places in Downtown Dubai marks the world's first Mercedes-Benz-branded residence, a collaboration between Binghatti Properties and the iconic automotive brand.
This ultra-luxurious 65-floor tower, standing at 341 meters, offers a range of 2 to 4-bedroom apartments, penthouses, duplexes, and triplexes, each with a private pool, varying in size from 1,846 to 6,194 square feet. The design is a testament to architectural brilliance, blending luxury with modern aesthetics, and offering stunning views of the Burj Khalifa.
As of Q4 2023, apartments start at AED 8.8M (USD 2.4M), and penthouses at AED 79M (USD 21.5M), with a flexible 70/30 payment plan. Mercedes-Benz Places | Binghatti is a symbol of elevated living, combining luxury, innovation, and the prestige of the Mercedes-Benz brand in Dubai's most prestigious district.
Bugatti Residences
Similar to Mercedes-Benz Place, Bugatti Residences marks Bugatti's first foray into the world of luxury real estate. This architectural marvel consists of two 52-story towers, inspired by the French Riviera and Dubai's desert.
The development features 182 units with 2 to 4-bedroom layouts, each exemplifying Bugatti's legendary craftsmanship and luxury. The penthouses offer a zenith of opulence with stunning views of the Dubai Water Canal. Residents have access to top-tier amenities including a modern fitness center, spa, and exclusive lounges.
Located in the dynamic Business Bay area, Bugatti Residences offers a unique blend of cosmopolitan lifestyle and unparalleled luxury, embodying the essence of elegance and automotive prestige.
Armani Beach Residences
The Armani Group, in collaboration with Arada through Armani/Casa Interior Design Studio, is set to launch Armani Beach Residences Palm Jumeirah, an ultra-luxury project on Palm Jumeirah.
This exclusive development will offer a collection of meticulously designed residences, including penthouses with advanced smart home technology for effortless control of living spaces.
Residents will enjoy dedicated concierge services and access to a private Beach Club. Sales are expected to start in the second half of 2023, with completion targeted for late 2026. The project's design will be led by the world-renowned Japanese architect Tadao Ando, a Pritzker Prize winner, known for his previous collaboration with Armani Group on the Armani/Teatro in Milan.
Jasmine Lane by Elie Saab
Jasmine Lane by Elie Saab in Jumeirah Golf Estates, set for completion in Q3 2024, is a collaboration between Durar Group and Fortune 5, offering 138 luxury 3-bedroom townhouses.
Ranging from 2,201 to 2,332 square feet, these residences are designed by Elie Saab and feature engineered oak and herringbone parquet flooring, porcelain calacatta with a gold effect, and high-end appliances.
Each townhouse includes a private swimming pool, two-car garage, maid’s room, spacious master bedrooms with walk-in closets, and well-equipped kitchens. The community provides amenities such as a clubhouse, swimming pools, a gym, sauna and steam rooms, sports zone, outdoor fitness area, secret lagoon, entertainment areas, landscaped gardens, and guest parking.
The Allure of Branded Residences
Branded residences are reshaping Dubai's real estate market, offering more than just luxury—they are status symbols. Their introduction has elevated property values and altered investment trends, attracting a clientele that values brand prestige alongside opulence.
These properties stand apart from traditional luxury real estate due to their exclusive brand-associated amenities and services, creating a new tier in the market hierarchy.
Buyer Demographics and Market Demand
The typical buyers of branded residences are affluent individuals who seek more than just high-end living spaces—they desire a lifestyle synonymous with the luxury and exclusivity of the associated brand. This demand spans both local and international buyers, driven by factors such as the allure of brand prestige, the desire for unique amenities, and the status associated with such properties.
The Bottom Line
The emergence of branded residences in Dubai marks a significant evolution in the realm of luxury real estate. These developments are not just reshaping the skyline but are also redefining what it means to live in luxury. As they blend the prestige of global brands with the exclusivity of high-end living, these residences cater to a niche yet growing market of discerning buyers.
While they bring new opportunities and dynamics to Dubai's property market, they also present unique challenges and considerations for developers and brands alike. Developers and brands must navigate a market that demands exclusivity and high standards. Key considerations include maintaining brand integrity, ensuring exceptional service quality, and meeting high expectations. Additionally, they must adhere to Dubai’s specific legal and regulatory frameworks, which govern property development and branding partnerships.
Looking ahead, the trend of branded residences is poised to continue its upward trajectory, further cementing Dubai's status as a hub of innovative and luxurious living. As this sector grows, it will undoubtedly continue to influence both the market landscape and the lifestyle aspirations of those who call Dubai home.